การใช้ความรู้ การรู้จัก และภาพลักษณ์ตราสินค้าในการสร้างคุณค่าตราสินค้าเครื่องสำอางชั้นนำในประเทศไทย

Abstract

The purposes of this dissertation were (1) to study the implementation of brand associations for brand image building of the cosmetics brand leaders in Thailand (2) to study the relationship among brand knowledge, brand awareness, brand image and brand equity of the cosmetics brand leaders in Thailand (3) to study the most effective factor for brand equity building of the cosmetics brand leaders in Thailand. The study was categorized into 2 key sections. First was Qualitative study by using content analysis. Second was Quantitative study by conducting the exploration research. The sampling was consisted of 400 samples of female aging 25 – 55 in Bangkok. Questionnaires were employed for data collecting. The data analyzed by using Percentage, Mean, Pearson’s Product Moment Correlation Coefficient, and Multiple Regression in the SPSS program. The results of this research were as follows: The First part: Shiseido used product – related attributes in skin care to be a quality product brand image. Moreover, Shiseido utilized packaging data, celebrity endorsement contributing the product image, using and user imagery to create the image of charming, beautiful and chic woman. Shiseido also implement product’s benefits and symbolic benefit of natural and healthy girl’s image. Estee Lauder utilized differentiated brand associations depending on each product to build a worthy and classy brand image. Moreover, Estee Lauder associated with gold luxurious package, high prices and presenter which built the image of charming and tempting looks. Also, there were brand associations with functional benefits and experience benefits by giving consumers an opportunity to direct experience a trial and attend skin program. In addition, Estee lauder used symbolic benefits to create an image of luxurious, gorgeous, tasteful and fashionable women. With an advance technology, Lancome had invented a number of products which answer individual need. Each product is the combination of selective ingredients. Lancome used cosmetics counter, presenters, price information, packaging details, user and using imagery to associate with the brand and to build a luxurious, feminist and charming image. Furthermore, Lancome used associations of the symbolic benefits in beauty, youthfulness, trendy and luxury. The second part: 1) Brand knowledge of the cosmetics brand leaders in Thailand was statistically correlates to brand equity of the cosmetics brand leaders in Thailand 2) Brand Awareness of the cosmetics brand leaders in Thailand was statistically correlates to brand equity of the cosmetics brand leaders in Thailand 3) Brand Image of the cosmetics brand leaders in Thailand was statistically correlates to brand equity of the cosmetics brand leaders in Thailand 4) Brand Image was the most effective factor for building brand equity of the cosmetics brand leaders in Thailand road show activity to promote their hospitals internationally.